Rethinking marketing: the entrepreneurial imperative
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Pearson Prentice Hall
2009
|
| Ausgabe: | Pearson internat. ed. |
| Schriftenreihe: | Entrepreneurship series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Erscheint: November 2007 |
| Beschreibung: | XXXII, 352 S. |
| ISBN: | 0132079496 9780132079495 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV023119705 | ||
| 003 | DE-604 | ||
| 005 | 20080421 | ||
| 007 | t | ||
| 008 | 080208s2009 xxu |||| 00||| eng d | ||
| 010 | |a 2007047241 | ||
| 020 | |a 0132079496 |c pbk. |9 0-13-207949-6 | ||
| 020 | |a 9780132079495 |9 978-0-13-207949-5 | ||
| 035 | |a (OCoLC)320492119 | ||
| 035 | |a (DE-599)BVBBV023119705 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-703 |a DE-188 |a DE-83 | ||
| 050 | 0 | |a HF5415 | |
| 082 | 0 | |a 658.8 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Schindehutte, Minet |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Rethinking marketing |b the entrepreneurial imperative |c Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt |
| 250 | |a Pearson internat. ed. | ||
| 264 | 1 | |a Upper Saddle River, NJ |b Pearson Prentice Hall |c 2009 | |
| 300 | |a XXXII, 352 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Entrepreneurship series | |
| 500 | |a Erscheint: November 2007 | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Entrepreneurship |0 (DE-588)7588126-3 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 1 | |5 DE-604 | |
| 689 | 2 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 2 | 1 | |a Entrepreneurship |0 (DE-588)7588126-3 |D s |
| 689 | 2 | |5 DE-188 | |
| 700 | 1 | |a Morris, Michael H. |d 1953- |e Verfasser |0 (DE-588)132417758 |4 aut | |
| 700 | 1 | |a Pitt, Leyland F. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016322191&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016322191 | ||
Datensatz im Suchindex
| _version_ | 1804137388600983554 |
|---|---|
| adam_text | Titel: Rethinking marketing
Autor: Schindehutte, Minet
Jahr: 2009
CONTENTS
Preface xvii
About the Authors xxxi
PART I THE NEW MARKETING SPACE 1
CHAPTER 1 Picture the Future: The Janus-Face of Trends 1
Beginnings and Ends 1
Trend 1: Growth and Prosperity versus Poverty and Despair 2
More Wealth... 2
Poverty and Despair? 2
Trend 2: Free Markets versus Growing Protectionism 3
Free Markets... 3
Growing Protectionism 3
Trend 3: Population Growth versus Population Shortages 4
Population Growth 4
Population Shortages 5
Trend 4: Global Bliss versus Global Gloom 6
Global Bliss 6
Global Gloom 8
Trend 5: Power of Multinational Corporations versus Fragility of
Multinational Corporations 9
The Power of Multinational Corporations 9
Fragility of Multinational Corporations 10
Trend 6: Worldwide Media Reach versus Fragmentation of Media
and Audiences 10
Worldwide Media Reach 10
Fragmentation of Media and Audiences 11
Trend 7: Enhanced Service versus Diminished Service 12
Enhanced Service 12
Diminished Service 12
Trend 8: Brands versus Anti-Brands 14
The Age of Brands 14
The Era of the Anti-Brand 15
So What s a Marketer to Do? Managing in an Era of
Janus Trends 16
Key Terms 18
Questions 18
Resources and References 18
CHAPTER 2 The Rules Have Changed: The Emergence of
Entrepreneurial Marketing 21
The Shift: From Monolinear Information to Polyrhythmic
Interactions 21
Developments in Marketing Thought and Practice 22
Developing Cracks in Marketing s Faqade 23
Marketing Theory Tries to Keep Pace 23
The Four P s Are Dead: Long Live the New Four C s 24
The Nature of, and Need for, Entrepreneurship 27
The Entrepreneurial Marketing Construct 28
Underlying Dimensions of Entrepreneurial Marketing 31
Proactiveness 31
Obsession with Opportunity 32
Customer Intimacy 32
Innovativeness 33
Calculated Risk- Taking 33
Resource Leveraging 34
Exceptional Value Creation 34
Interactions among Components and Ongoing Dynamics 34
Market-Driven or Market-Driving: A Strategic Choice or Part of the
DNA? 37
Summary and Conclusions 38
Key Terms 40
Questions 40
Resources and References 41
PART II INNOVATE OR DIE: CREATING MARKETS
AND LEADING CUSTOMERS 43
CHAPTER 3 The Customer of the Future 43
As Smart as Marketers Know They Are 43
The Paths That Products Take: What Products Do to Customers 44
Offerings as Means Extension 47
Offerings as Emergence: Intentional Subversion 48
Diversion 48
Offerings as Emergence: Unintentional Emersion 49
Aspersion 49
The Interrelationships of Processes 50
Marketing and Technology 50
When Customers Get Clever—What s a Manager to Do? 50
Clever Customers Aren t Lead Users 52
Consumer Creativity Does Not Equal Creative Consumers 55
Firms Stances toward Creative Consumers 56
Capturing and Creating Value from Creative Consumers 59
Summary and Conclusions 60
Key Terms 60
Questions 60
Resources and References 61
CHAPTER 4 Do the Dogs Like the Dog Food? Entrepreneurial Market
Research 63
What You Don t Know Can Hurt You 63
Start by Thinking Logically 64
The Set Up 64
The Measurement 67
The Management Decision 68
Now Try a Backward Approach 68
The Entrepreneurial Researcher 70
Some Principles to Guide the Entrepreneurial
Research Process 72
Think Like a Guerrilla 72
Make Use of Your Surroundings 72
Find Insights in the Ordinary 72
Explore the Unconscious 73
Build Research into Daily Operations 74
Use Technology Creatively 74
Create and Mine Databases 75
Less Costly but Effective Measurement Approaches 76
Observe Customers in Action 76
Create Web-Based Surveys 77
Use Focus Groups 78
Form Consumer Panels 78
Talk to Lead Users 78
Build Snowballs 79
Check the Garbage 79
Sift the A rchives 80
Monitor Weblogs 80
Conduct Simple Experiments 81
Explore Other Ethnographic Approaches 81
Summary and Conclusions 81
Key Terms 82
Questions 82
Resources and References 83
CHAPTER 5 Creating Markets ... and the People Creating Them 85
Change: The Genesis of Opportunities 85
Creative Destruction: The Kissing Cousin of Opportunity 88
Frequently Asked Questions about Opportunity 90
Question #1: What Is an Opportunity? 90
Question #2: When Is It an Entrepreneurial Opportunity and Not Just an
Opportunity? 90
Question #3: Where Do Opportunities Come From? 91
Question #4: What Is the Difference between an Idea and
an Opportunity? 91
Question #5: When Is an Idea Also an Opportunity? 91
Question #6: What Is the Window of Opportunity ? 92
Question #7: Who Finds or How Does One Find Opportunities? 93
Question #8: What Is the Difference between an Opportunity and a
Business Concept? 93
Question #9: How Does One Get Better at Identifying Attractive
Opportunities for New Ventures? 94
Question #10: How Do I Know It Is a Good Opportunity? 95
Capitalizing on Change by Recognizing, Discovering, and Creating
Opportunities 96
Opportunity Creation (in the Land of Possibilities) 97
Opportunity Discovery (in the Hot Spots) 97
Opportunity Recognition (in the Cool Places) 98
Value Creation: That s What It s All About 98
Breaking Rules and the People Who Break Them 102
Summary and Conclusions 104
Key Terms 105
Questions 105
Resources and References 106
CHAPTER 6 Strategic Innovation and the Marketer: Or, Why the
Marketing Concept Is Misconceptualized 109
Is Customer Orientation All That Matters? 109
The Customer-Product Debate 110
To Serve or Create? A Reexamination of Customer
Orientation 110
Beyond Customer Orientation: The Return to
Innovation 112
Marketing and Innovation 113
Competitive Advantage 114
Changing Needs and Environments 115
Isolate 116
Follow 116
Shape 117
Interact 118
Choosing a Mode of Focus 119
Environmental Factors 120
Economic Power of Existing Customers 120
Competitive Factors 120
Political Factors 120
Understanding Strategic Dynamics 121
Understanding the Implications of Changes of Mode 123
Summary and Conclusions 124
Key Terms 125
Questions 125
Resources and References 126
CHAPTER 7 Running a Different Race: From Innovative Products to
Revolutionary Business Models 129
Cool Businesses Are Built on Unique Models 129
Products, Concepts, and Models 130
The Product or Service 130
The Business Concept 133
The Business Model 133
Breaking It Down: Elements That Define a Business Model 134
Beyond the Basics: Making Decisions at Three Levels 137
Exploring the Proprietary Level: Creating Unique Combinations 138
Understanding the Rules Level: Establishing Guiding Principles 138
Applying the Framework in a Mainstream Industry 139
The Importance of Internal and External Fit 141
How Business Models Emerge 142
Summary and Conclusions 143
Key Terms 144
Questions 144
Resources and References 144
PART III THE ESSENCE: THINK, FEEL, AND DO
MARKETING 145
CHAPTER 8 Trends in Customer Communication Practices 145
Lessons from the Marketplace 145
Effects of These Changes—New Developments in
Marketing Practice 147
1. Bootstrap/Grassroots Methods 150
2. Conversation-Starter Methods 151
3. Technology-Facilitated Methods 152
4. Visionary Methods 153
Evolution of the Internet: From Information to Interaction 153
1. From Advertainment to In-game Advertising 154
2. Emergence of New Media 156
3. Consumer-Generated Media: Complement, Substitute, or Threat? 156
4. The Mobile Marketing Ecosystem 159
Summary and Conclusions 162
Key Terms 164
Questions 164
Resources and References 165
CHAPTER 9 The Magic of Marketing Juju 169
The Changing Role of Brands 169
The Brand in the Eyes of Its Creator 171
1. The Brand as a Product/Company Identity 172
2. Increasing Brand Relevance: From Product Identity to Trustmark 173
3. The Brand as a Relationship Builder 174
4. Improved Customer Interactions: From Identity to Experience 174
5. Loyalty beyond Reason: From Trustmark to Lovemark 175
6. The Brand as a Character in a Story 176
Evolution of Brands and Branding: The Story of Procter
Gamble 177
From Brand as Source of Value to Value Co-creation and Value
Exchange 179
The Company and Its Network as Co-creator of Value 180
The Customer as Co-creators of Value 181
The Customer Community as Co-creator of Value 181
The Brand in the Eyes of Its Beholder 183
Representational Space (symbolic domain) 186
Ideological Space (cognitive domain) 186
Transformational Space (experiential domain) 188
Reciprocal Space (affective domain) 188
The Magic of Marketing Juju 189
Summary and Conclusions 192
Key Terms 193
Questions 193
Resources and References 194
CHAPTER 10 Lessons from the Red Queen 197
The Red Queen Effect 197
Crafting a Strategy Is an Exercise in Entrepreneurship 198
Escaping the Red Queen Effect: Five Lessons 202
Lesson #1: Every Battle Is Won before It Is Ever Fought 203
Lesson #2: Step Backward to Go Forward 205
Lesson #3: Ready! Fire! Aim! 206
Lesson #4: It Takes Two to Pass One 209
Lesson #5: Don t Play Hardball— Throw a Curveball 210
Summary and Conclusions 212
Key Terms 214
Questions 214
Resources and References 215
PART IV PLAYING AT THE EDGE: THE DESIGN OF
MARKETING PROGRAMS 219
CHAPTER 11 Pricing Secrets of Market Shapers 219
The Magic of Pricing 219
What Is a Price? 220
A Strategic Perspective on Pricing 221
The Underlying Pricing Orientation of a Company:
Toward Entrepreneurial Pricing 222
The New Pricing: Examples of Emerging Practices 224
Why Entrepreneurial Pricing Has Come of Age 225
Applying an Entrepreneurial Orientation to the Firm s Pricing
Program 228
Summary and Conclusions 230
Key Terms 232
Questions 232
Resources and References 233
CHAPTER 12 Changing Channels: Redefining Distribution
Strategy 235
In Times of Change . . . Nothing Changes 235
Searching for a Way Out—and Being Creative 236
The Massive Challenge of Channel Inertia 237
Are Channels of Distribution What the Textbooks Say? 237
So ... Is Anything Happening? 238
Back to Basics: What Is the Purpose of a Distribution Strategy? 238
What Does Technology Do to Distribution? 240
The Death of Distance 240
The Homogenization of Time 240
The Irrelevance of Location 241
Filling in the Blocks: The Effects of Technological Changes on the
Function of Distribution Channels 242
The Death of Distance and Reassortment/Sorting 243
The Death of Distance and Routinization 243
The Death of Distance and Searching 243
The Homogenization of Time and Reassortment/Sorting 244
The Homogenization of Time and Routinization 244
The Homogenization of Time and Searching 245
The Irrelevance of Location and Reassortment/Sorting 246
The Irrelevance of Location and Routinization 246
The Irrelevance of Location and Searching 247
Long-Term Effects of the Impact of Technology on Distribution
Channels 247
Key Terms 249
Questions 250
Resources and References 250
CHAPTER 13 Real Gold Goes to the Bold: The Entrepreneurial Sales
Force 251
The Need for a New Mindset 251
Dominant Forces of Change 252
A New Concept of the Sales Force 255
The Creative Sales Force 256
The Expeditionary (or Innovating) Sales Force 257
The Empowered Sales Force 258
The Strategic Sales Force 260
The Technological Sales Force 261
The Collaborative Sales Force 262
Putting It All Together: Sales as the Home for
Entrepreneurship 263
How Much Entrepreneurship Is Enough? 265
Examples of Entrepreneurship in Sales 267
Summary and Conclusions 268
Key Terms 270
Questions 270
Resources and References 270
CHAPTER 14 Marketing Strategy in the Digital Age: The Internet
Changes Everything 271
Introduction—Traditional Strategy and Killer Applications 271
The Five New Forces 272
Moore s Law 273
Metcalfe s Law 275
Coasian Economics 276
The Flock-of-Birds Phenomenon 278
The Fish Tank Phenomenon 278
How the New Five Forces Work in Industries and Markets 279
How Moore s Law Affects Music and Gambling 280
Metcalfe s Law-Networks in Music and Wagering 281
Coasian Economics: Transaction Costs in Online Music and
Wagering 282
The Flock-of-Birds Phenomenon: Lawlessness in Music and
Gambling 282
The Fish Tank Phenomenon: The Power of Creative Individuals
in Music and Wagering 284
Summary and Conclusions 286
Key Terms 287
Questions 288
Resources and References 288
CHAPTER 15 Customer Capital: When the Relationship
Comes First 289
Beyond Making a Sale 289
Making Sense of the Ways Firms Interact with Customers 290
Building a Foundation: Customer Loyalty 292
From Loyalty to Relationships 294
Myths and Realities of Relationship Marketing 296
Relationships Lead to Changes in Goals: The Lifetime Value
Concept 297
Types and Degrees of Relationships 299
Underlying Characteristics of Relationships 302
Creating a Relationship Management Program 303
The Need for Imagination in Managing Relationships 306
Summary and Conclusions 307
Key Terms 308
Questions 308
PART V HAVING AN IMPACT: THE NEW METRICS 309
CHAPTER 16 The Acid Test 309
Introduction: Dilemmas Facing the Corporation 309
A Transformation: From Efficiency and Effectiveness to
Sustainability 311
The New Calculus: People, Planet, and Profits 313
People: Mirror, Mirror, on the Wall, Who Is the Greatest Spin-Master
of All? 315
Pillar #1: Honesty 316
Pillar #2: Responsibility 317
Pillar #3: Caring 318
Pillar #4: Respect 318
Pillar #5: Fairness 319
Pillar #6: Citizenship 319
Planet: It Might be a Blue Ocean, but the Future Is
G-R-E-E-N 320
Profit: Retooling the Marketing Dashboard 324
Rethinking the Profit Maxim: The Entrepreneurial Imperative 330
Summary and Conclusions 333
Key Terms 334
Resources and References 335
Name Index 337
Subject Index 341
|
| adam_txt |
Titel: Rethinking marketing
Autor: Schindehutte, Minet
Jahr: 2009
CONTENTS
Preface xvii
About the Authors xxxi
PART I THE NEW MARKETING SPACE 1
CHAPTER 1 Picture the Future: The Janus-Face of Trends 1
Beginnings and Ends 1
Trend 1: Growth and Prosperity versus Poverty and Despair 2
More Wealth. 2
Poverty and Despair? 2
Trend 2: Free Markets versus Growing Protectionism 3
Free Markets. 3
Growing Protectionism 3
Trend 3: Population Growth versus Population Shortages 4
Population Growth 4
Population Shortages 5
Trend 4: Global Bliss versus Global Gloom 6
Global Bliss 6
Global Gloom 8
Trend 5: Power of Multinational Corporations versus Fragility of
Multinational Corporations 9
The Power of Multinational Corporations 9
Fragility of Multinational Corporations 10
Trend 6: Worldwide Media Reach versus Fragmentation of Media
and Audiences 10
Worldwide Media Reach 10
Fragmentation of Media and Audiences 11
Trend 7: Enhanced Service versus Diminished Service 12
Enhanced Service 12
Diminished Service 12
Trend 8: Brands versus Anti-Brands 14
The Age of Brands 14
The Era of the Anti-Brand 15
So What's a Marketer to Do? Managing in an Era of
Janus Trends 16
Key Terms 18
Questions 18
Resources and References 18
CHAPTER 2 The Rules Have Changed: The Emergence of
Entrepreneurial Marketing 21
The Shift: From Monolinear Information to Polyrhythmic
Interactions 21
Developments in Marketing Thought and Practice 22
Developing Cracks in Marketing's Faqade 23
Marketing Theory Tries to Keep Pace 23
The Four P's Are Dead: Long Live the New Four C's 24
The Nature of, and Need for, Entrepreneurship 27
The Entrepreneurial Marketing Construct 28
Underlying Dimensions of Entrepreneurial Marketing 31
Proactiveness 31
Obsession with Opportunity 32
Customer Intimacy 32
Innovativeness 33
Calculated Risk- Taking 33
Resource Leveraging 34
Exceptional Value Creation 34
Interactions among Components and Ongoing Dynamics 34
Market-Driven or Market-Driving: A Strategic Choice or Part of the
DNA? 37
Summary and Conclusions 38
Key Terms 40
Questions 40
Resources and References 41
PART II INNOVATE OR DIE: CREATING MARKETS
AND LEADING CUSTOMERS 43
CHAPTER 3 The Customer of the Future 43
As Smart as Marketers Know They Are 43
The Paths That Products Take: What Products Do to Customers 44
Offerings as Means Extension 47
Offerings as Emergence: Intentional Subversion 48
Diversion 48
Offerings as Emergence: Unintentional Emersion 49
Aspersion 49
The Interrelationships of Processes 50
Marketing and Technology 50
When Customers Get Clever—What's a Manager to Do? 50
Clever Customers Aren't Lead Users 52
Consumer Creativity Does Not Equal Creative Consumers 55
Firms' Stances toward Creative Consumers 56
Capturing and Creating Value from Creative Consumers 59
Summary and Conclusions 60
Key Terms 60
Questions 60
Resources and References 61
CHAPTER 4 Do the Dogs Like the Dog Food? Entrepreneurial Market
Research 63
What You Don't Know Can Hurt You 63
Start by Thinking Logically 64
The Set Up 64
The Measurement 67
The Management Decision 68
Now Try a Backward Approach 68
The Entrepreneurial Researcher 70
Some Principles to Guide the Entrepreneurial
Research Process 72
Think Like a Guerrilla 72
Make Use of Your Surroundings 72
Find Insights in the Ordinary 72
Explore the Unconscious 73
Build Research into Daily Operations 74
Use Technology Creatively 74
Create and Mine Databases 75
Less Costly but Effective Measurement Approaches 76
Observe Customers in Action 76
Create Web-Based Surveys 77
Use Focus Groups 78
Form Consumer Panels 78
Talk to Lead Users 78
Build Snowballs 79
Check the Garbage 79
Sift the A rchives 80
Monitor Weblogs 80
Conduct Simple Experiments 81
Explore Other Ethnographic Approaches 81
Summary and Conclusions 81
Key Terms 82
Questions 82
Resources and References 83
CHAPTER 5 Creating Markets . and the People Creating Them 85
Change: The Genesis of Opportunities 85
Creative Destruction: The Kissing Cousin of Opportunity 88
Frequently Asked Questions about Opportunity 90
Question #1: What Is an Opportunity? 90
Question #2: When Is It an Entrepreneurial Opportunity and Not Just an
Opportunity? 90
Question #3: Where Do Opportunities Come From? 91
Question #4: What Is the Difference between an Idea and
an Opportunity? 91
Question #5: When Is an Idea Also an Opportunity? 91
Question #6: What Is the "Window of Opportunity "? 92
Question #7: Who Finds or How Does One Find Opportunities? 93
Question #8: What Is the Difference between an Opportunity and a
Business Concept? 93
Question #9: How Does One Get Better at Identifying Attractive
Opportunities for New Ventures? 94
Question #10: How Do I Know It Is a "Good" Opportunity? 95
Capitalizing on Change by Recognizing, Discovering, and Creating
Opportunities 96
Opportunity Creation (in the Land of Possibilities) 97
Opportunity Discovery (in the Hot Spots) 97
Opportunity Recognition (in the Cool Places) 98
Value Creation: That's What It's All About 98
Breaking Rules and the People Who Break Them 102
Summary and Conclusions 104
Key Terms 105
Questions 105
Resources and References 106
CHAPTER 6 Strategic Innovation and the Marketer: Or, Why the
Marketing Concept Is Misconceptualized 109
Is Customer Orientation All That Matters? 109
The Customer-Product Debate 110
To Serve or Create? A Reexamination of Customer
Orientation 110
Beyond Customer Orientation: The Return to
Innovation 112
Marketing and Innovation 113
Competitive Advantage 114
Changing Needs and Environments 115
Isolate 116
Follow 116
Shape 117
Interact 118
Choosing a Mode of Focus 119
Environmental Factors 120
Economic Power of Existing Customers 120
Competitive Factors 120
Political Factors 120
Understanding Strategic Dynamics 121
Understanding the Implications of Changes of Mode 123
Summary and Conclusions 124
Key Terms 125
Questions 125
Resources and References 126
CHAPTER 7 Running a Different Race: From Innovative Products to
Revolutionary Business Models 129
Cool Businesses Are Built on Unique Models 129
Products, Concepts, and Models 130
The Product or Service 130
The Business Concept 133
The Business Model 133
Breaking It Down: Elements That Define a Business Model 134
Beyond the Basics: Making Decisions at Three Levels 137
Exploring the Proprietary Level: Creating Unique Combinations 138
Understanding the Rules Level: Establishing Guiding Principles 138
Applying the Framework in a Mainstream Industry 139
The Importance of Internal and External Fit 141
How Business Models Emerge 142
Summary and Conclusions 143
Key Terms 144
Questions 144
Resources and References 144
PART III THE ESSENCE: THINK, FEEL, AND DO
MARKETING 145
CHAPTER 8 Trends in Customer Communication Practices 145
Lessons from the Marketplace 145
Effects of These Changes—New Developments in
Marketing Practice 147
1. Bootstrap/Grassroots Methods 150
2. Conversation-Starter Methods 151
3. Technology-Facilitated Methods 152
4. Visionary Methods 153
Evolution of the Internet: From Information to Interaction 153
1. From Advertainment to In-game Advertising 154
2. Emergence of New Media 156
3. Consumer-Generated Media: Complement, Substitute, or Threat? 156
4. The Mobile Marketing Ecosystem 159
Summary and Conclusions 162
Key Terms 164
Questions 164
Resources and References 165
CHAPTER 9 The Magic of Marketing Juju 169
The Changing Role of Brands 169
The Brand in the Eyes of Its Creator 171
1. The Brand as a Product/Company Identity 172
2. Increasing Brand Relevance: From Product Identity to Trustmark 173
3. The Brand as a Relationship Builder 174
4. Improved Customer Interactions: From Identity to Experience 174
5. Loyalty beyond Reason: From Trustmark to Lovemark 175
6. The Brand as a Character in a Story 176
Evolution of Brands and Branding: The Story of Procter
Gamble 177
From Brand as Source of Value to Value Co-creation and Value
Exchange 179
The Company and Its Network as Co-creator of Value 180
The Customer as Co-creators of Value 181
The Customer Community as Co-creator of Value 181
The Brand in the Eyes of Its Beholder 183
Representational Space (symbolic domain) 186
Ideological Space (cognitive domain) 186
Transformational Space (experiential domain) 188
Reciprocal Space (affective domain) 188
The Magic of Marketing Juju 189
Summary and Conclusions 192
Key Terms 193
Questions 193
Resources and References 194
CHAPTER 10 Lessons from the Red Queen 197
The Red Queen Effect 197
Crafting a Strategy Is an Exercise in Entrepreneurship 198
Escaping the Red Queen Effect: Five Lessons 202
Lesson #1: Every Battle Is Won before It Is Ever Fought 203
Lesson #2: Step Backward to Go Forward 205
Lesson #3: Ready! Fire! Aim! 206
Lesson #4: It Takes Two to Pass One 209
Lesson #5: Don't Play Hardball— Throw a Curveball 210
Summary and Conclusions 212
Key Terms 214
Questions 214
Resources and References 215
PART IV PLAYING AT THE EDGE: THE DESIGN OF
MARKETING PROGRAMS 219
CHAPTER 11 Pricing Secrets of Market Shapers 219
The Magic of Pricing 219
What Is a Price? 220
A Strategic Perspective on Pricing 221
The Underlying Pricing Orientation of a Company:
Toward Entrepreneurial Pricing 222
The New Pricing: Examples of Emerging Practices 224
Why Entrepreneurial Pricing Has Come of Age 225
Applying an Entrepreneurial Orientation to the Firm's Pricing
Program 228
Summary and Conclusions 230
Key Terms 232
Questions 232
Resources and References 233
CHAPTER 12 Changing Channels: Redefining Distribution
Strategy 235
In Times of Change . . . Nothing Changes 235
Searching for a Way Out—and Being Creative 236
The Massive Challenge of Channel Inertia 237
Are Channels of Distribution What the Textbooks Say? 237
So . Is Anything Happening? 238
Back to Basics: What Is the Purpose of a Distribution Strategy? 238
What Does Technology Do to Distribution? 240
The Death of Distance 240
The Homogenization of Time 240
The Irrelevance of Location 241
Filling in the Blocks: The Effects of Technological Changes on the
Function of Distribution Channels 242
The Death of Distance and Reassortment/Sorting 243
The Death of Distance and Routinization 243
The Death of Distance and Searching 243
The Homogenization of Time and Reassortment/Sorting 244
The Homogenization of Time and Routinization 244
The Homogenization of Time and Searching 245
The Irrelevance of Location and Reassortment/Sorting 246
The Irrelevance of Location and Routinization 246
The Irrelevance of Location and Searching 247
Long-Term Effects of the Impact of Technology on Distribution
Channels 247
Key Terms 249
Questions 250
Resources and References 250
CHAPTER 13 Real Gold Goes to the Bold: The Entrepreneurial Sales
Force 251
The Need for a New Mindset 251
Dominant Forces of Change 252
A New Concept of the Sales Force 255
The Creative Sales Force 256
The Expeditionary (or Innovating) Sales Force 257
The Empowered Sales Force 258
The Strategic Sales Force 260
The Technological Sales Force 261
The Collaborative Sales Force 262
Putting It All Together: Sales as the Home for
Entrepreneurship 263
How Much Entrepreneurship Is Enough? 265
Examples of Entrepreneurship in Sales 267
Summary and Conclusions 268
Key Terms 270
Questions 270
Resources and References 270
CHAPTER 14 Marketing Strategy in the Digital Age: The Internet
Changes Everything 271
Introduction—Traditional Strategy and Killer Applications 271
The Five New Forces 272
Moore's Law 273
Metcalfe's Law 275
Coasian Economics 276
The Flock-of-Birds Phenomenon 278
The Fish Tank Phenomenon 278
How the New Five Forces Work in Industries and Markets 279
How Moore's Law Affects Music and Gambling 280
Metcalfe's Law-Networks in Music and Wagering 281
Coasian Economics: Transaction Costs in Online Music and
Wagering 282
The Flock-of-Birds Phenomenon: Lawlessness in Music and
Gambling 282
The Fish Tank Phenomenon: The Power of Creative Individuals
in Music and Wagering 284
Summary and Conclusions 286
Key Terms 287
Questions 288
Resources and References 288
CHAPTER 15 Customer Capital: When the Relationship
Comes First 289
Beyond Making a Sale 289
Making Sense of the Ways Firms Interact with Customers 290
Building a Foundation: Customer Loyalty 292
From Loyalty to Relationships 294
Myths and Realities of Relationship Marketing 296
Relationships Lead to Changes in Goals: The Lifetime Value
Concept 297
Types and Degrees of Relationships 299
Underlying Characteristics of Relationships 302
Creating a Relationship Management Program 303
The Need for Imagination in Managing Relationships 306
Summary and Conclusions 307
Key Terms 308
Questions 308
PART V HAVING AN IMPACT: THE NEW METRICS 309
CHAPTER 16 The Acid Test 309
Introduction: Dilemmas Facing the Corporation 309
A Transformation: From Efficiency and Effectiveness to
Sustainability 311
The New Calculus: People, Planet, and Profits 313
People: Mirror, Mirror, on the Wall, Who Is the Greatest Spin-Master
of All? 315
Pillar #1: Honesty 316
Pillar #2: Responsibility 317
Pillar #3: Caring 318
Pillar #4: Respect 318
Pillar #5: Fairness 319
Pillar #6: Citizenship 319
Planet: It Might be a Blue Ocean, but the Future Is
G-R-E-E-N 320
Profit: Retooling the Marketing Dashboard 324
Rethinking the Profit Maxim: The Entrepreneurial Imperative 330
Summary and Conclusions 333
Key Terms 334
Resources and References 335
Name Index 337
Subject Index 341 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Schindehutte, Minet Morris, Michael H. 1953- Pitt, Leyland F. |
| author_GND | (DE-588)132417758 |
| author_facet | Schindehutte, Minet Morris, Michael H. 1953- Pitt, Leyland F. |
| author_role | aut aut aut |
| author_sort | Schindehutte, Minet |
| author_variant | m s ms m h m mh mhm l f p lf lfp |
| building | Verbundindex |
| bvnumber | BV023119705 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
| callnumber-sort | HF 45415 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)320492119 (DE-599)BVBBV023119705 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Pearson internat. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02017nam a2200541zc 4500</leader><controlfield tag="001">BV023119705</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20080421 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">080208s2009 xxu |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2007047241</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0132079496</subfield><subfield code="c">pbk.</subfield><subfield code="9">0-13-207949-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780132079495</subfield><subfield code="9">978-0-13-207949-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)320492119</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV023119705</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</subfield><subfield code="a">DE-188</subfield><subfield code="a">DE-83</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Schindehutte, Minet</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Rethinking marketing</subfield><subfield code="b">the entrepreneurial imperative</subfield><subfield code="c">Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Pearson internat. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, NJ</subfield><subfield code="b">Pearson Prentice Hall</subfield><subfield code="c">2009</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXXII, 352 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Entrepreneurship series</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Erscheint: November 2007</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Entrepreneurship</subfield><subfield code="0">(DE-588)7588126-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="2" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2="1"><subfield code="a">Entrepreneurship</subfield><subfield code="0">(DE-588)7588126-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Morris, Michael H.</subfield><subfield code="d">1953-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)132417758</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Pitt, Leyland F.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016322191&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-016322191</subfield></datafield></record></collection> |
| id | DE-604.BV023119705 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T19:51:04Z |
| indexdate | 2024-07-09T21:11:29Z |
| institution | BVB |
| isbn | 0132079496 9780132079495 |
| language | English |
| lccn | 2007047241 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016322191 |
| oclc_num | 320492119 |
| open_access_boolean | |
| owner | DE-703 DE-188 DE-83 |
| owner_facet | DE-703 DE-188 DE-83 |
| physical | XXXII, 352 S. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Pearson Prentice Hall |
| record_format | marc |
| series2 | Entrepreneurship series |
| spelling | Schindehutte, Minet Verfasser aut Rethinking marketing the entrepreneurial imperative Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt Pearson internat. ed. Upper Saddle River, NJ Pearson Prentice Hall 2009 XXXII, 352 S. txt rdacontent n rdamedia nc rdacarrier Entrepreneurship series Erscheint: November 2007 Marketing Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Entrepreneurship (DE-588)7588126-3 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s Entrepreneurship (DE-588)7588126-3 s DE-188 Morris, Michael H. 1953- Verfasser (DE-588)132417758 aut Pitt, Leyland F. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016322191&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schindehutte, Minet Morris, Michael H. 1953- Pitt, Leyland F. Rethinking marketing the entrepreneurial imperative Marketing Marketing Management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Entrepreneurship (DE-588)7588126-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)7588126-3 |
| title | Rethinking marketing the entrepreneurial imperative |
| title_auth | Rethinking marketing the entrepreneurial imperative |
| title_exact_search | Rethinking marketing the entrepreneurial imperative |
| title_exact_search_txtP | Rethinking marketing the entrepreneurial imperative |
| title_full | Rethinking marketing the entrepreneurial imperative Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt |
| title_fullStr | Rethinking marketing the entrepreneurial imperative Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt |
| title_full_unstemmed | Rethinking marketing the entrepreneurial imperative Minet Schindehutte ; Michael H. Morris ; Leyland F. Pitt |
| title_short | Rethinking marketing |
| title_sort | rethinking marketing the entrepreneurial imperative |
| title_sub | the entrepreneurial imperative |
| topic | Marketing Marketing Management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Entrepreneurship (DE-588)7588126-3 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement Entrepreneurship |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016322191&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT schindehutteminet rethinkingmarketingtheentrepreneurialimperative AT morrismichaelh rethinkingmarketingtheentrepreneurialimperative AT pittleylandf rethinkingmarketingtheentrepreneurialimperative |